Question 1: Part A

Gone are the days when a product is being marketed as a product or for the quality it proves to be. The days
have changed, the mindset of the new generations have become more sensitive and competitive. These days
organizations have stopped marketing their product and have started to marketing their service and emotional
quotient by sensitizing their opinions and actions. This popular brand has captured the attention of its
stakeholders, customers, employees and other prospective third-party clients in a different way. The campaign
aims to touch people’s lives by creating a symbiotic relationship between the brand and its target reach. It
shows a clear positive approach of look into by improving the quality of living for the shop floor
employees/labourers and advertising this on a large scale. The following might be some of the few objectives
that the company might have aimed to reach for:
Touch The Emotional Quotient Of All Parties To The Organization
As mentioned above, the growing concern towards humanity and improving the livelihood of the society has
touched the emotional quotient, not just but as fellow human beings. The idea to capture the mindshare of the its
target audience has been highly successful as the company has established a platform for “We Are There for
You” attitude.
To Spread The Idea Of Engagement
The campaign has touched the lives of these people and has given them a sense of engagement to the
organization and to take away the fact of how grateful they are for such a thoughtful idea. The motivation to
continue to be part of the journey with them would also be boosted as it creates a sense of understanding
between the two and further enhance their satisfaction.
Profits Are Not The Be All And End All; It Is Much More Than That
Another main objective of the brand was to ensure that it wanted to create a personal touch, a sense of
belonging, a share of contentment with these labourers and public for being a part of their journey. The idea was
not about making money rather about how to take an extra step for mankind. The share of empathy and the
attitude of creating a sense of satisfaction and caring nature is what an organization should strive for.
The Idea Of Giving Back To The Society
The organization has been able to reach such a feat because of its society and the chance to give back to them in
a small way of such immeasurable happiness for them could mean a lot. The need to share happiness and to
engage the people and making them aware of the company not just as a product they offer but also the touch of
humanity they serve would thereby promote togetherness.
Enduring Value and Making Difference
Value creation is an important mission for any organization. It differs from how one company uses its strategy
to another. In this particular case, the organization was value creation was to engage in social experiments to
reach out to a larger audience by touching their daily livelihood and able to provide a solution. Though the
gesture might be small the impact created by the campaign was too touching and emotional. It did move and
helped their lives in a small way.
Question 1: Part B
The world has revolved over the years. The evolution of marketing has changed from Production to Product to
Selling to Marketing to Holistic Marketing. Thus, organizations have to look more into social component for
survival of the fittest. The campaign mentioned in the case takes into the characteristics of the social wellbeing
and to establish a strong position in the minds of its target reach. The two campaigns that the organization did
was to concentrate on the fact to improve the happiness quotient to take the memories of the brand along with
them.
In the first campaign (i.e., the phone booth) it puts the attention to these labourers. The organization builds
them a phone booth that benefits these labourers to talk to their loved ones at the time of feeling lonely because
they are migrant workers who are far away from their homes and cannot afford to call them because the charges
on these international phone calls are pretty expensive and beyond their affordability. The thought of respecting
their emotions and building a phone booth to help them overcome their loneliness is very encouraging.
The second campaign concentrates on the society in general who are not able to pay baggage fees for the
overloading charges. Hence, the organization helped them by allowing them to carry an excess of 5kgs. This
small gesture that they wished to experiment touched many people and their sentiments and emotions were
captured to turn them to beautiful memories to cherish.
The main idea behind the campaign is that a relationship is evolved and that the company understands the
motives behind what one goes through and respects their culture and small wishes. There is a small clipping in
the video where the individual says you are my guardian angel, which brings into the fact that the value of their
happiness just lies in small accomplishments fulfilled by an unknown individual.
Emotions, Respect, Culture, Happiness are some of the key social components that were emphasized. The
understanding of the society is key as a fellow individual to play out the duties. The campaign opens an eye into
the reality of the world and how tough it is for these people who live far away from their hometowns and not
able to connect to their families much. As individuals our needs and wants differs, but as human beings we have
to accomplish certain practices for the betterment of the society. The organization has very much understood
these needs which are well within their capabilities of performing and have thought about lending a hand to
them. Greediness and Selfishness have ruled our lives for a long time. The time has come to show compassion
and possessing a symbiosis relationship between society and individuals. And, that is what the organization
wanted to establish as outcomes when it came up with these campaigns.
A holistic approach of looking into the minutest details is very much appreciated. Though those employees
were shop-floor and the general public at the airports were not a part of the organization they ensured that it
didn’t matter to what class of society they belonged to, but what matters the most was that they were fellow
humans who could not afford the basic necessities of life and wanted to fulfill those small desires. Society is an
important factor that one has to consider for being together in a closed environment. Also, by this way the
company is able to connect to a larger audience to inspire them to do such small things that helps in sharing the
idea of happiness and satisfaction across the world.
The future of any organization lies in the society and it is necessary that they provide them with better benefits
and livelihood that could be possible in a small way to help being better citizens of the world and inspire doing
small activities like this to improve the standard of living.
Question 1: Part C
In the campaign, the main players the organization had targeted were labourers and public who live far away
from their families and are generally lonely for earning a living. Generally, these people feel very much
desolated and the organization used the opportunity to create an impact by changing their living and
appreciating their small gestures that they wish existed.
Social-Cultural context very much applies in most cases like these and it is very important for the organization
to bridge the gap by creating a closed culture and more secure place for them. From the first campaign it was
clear that they did this to help them feel more belonging and safer. The labourers felt that their worries were
somehow understood and reminisced the joy of being able to talk to their loved ones. With just a cap of the
drink that they might indulge in, they are able to get 3 minutes of talk-time. The joy that was seen on their faces
was what they wanted as a result of the campaign.
In the second campaign, the migrant workers from across UAE were given the opportunity to take belongings
that they had bought for their family without paying for the excessive baggage fees. The success of the
campaign was to take that excitement of the people who could not afford to pay the excessive baggage and were
able to take all the desirable happiness in a suitcase.
Socio-Cultural impact can be a major reason as to why there is no connection between the society and the
organization and given the chance to change it for the good, the organization was able to put the experience
memorable for them. When individual societies are being focused and received properly, the reach to a larger
audience is widely accepted. With such a small gesture, people across the globe will be able to understand the
small glitches faced and how they can remove these and make them a safe and secure place for living.
The reach to the campaign was on a large scale as society understood their existence and how by bringing in
such small changes, they are able to bring happiness and closeness. Socio-Cultural changes in an organization
can bring people under one roof and also increase the chance of better engagement with the organization.
Employees and society will take in more efforts to bend along with the goals of the organization to get the work
done. The feedback from most of the response would be positive if the culture and social aspects of the
livelihood are widely recognized. By this way, it will be able to expand its reach in the market by taking into
such small initiatives that has helped these people and that they would be grateful for this gesture. They will be
able to connect with these people next time when they see a bottle of the beverage drink in the market.
An organization if it has to look into long-term growth or the best survival technique it has to make such small
sacrifices for the betterment of the organization as whole. And this was clearly exhibited in the campaigns were
the beverage company took in their efforts to understand the mindsets of these employees and emphasized with
their opinions and help them give a new dimension of living in the country. They accepted that social-culture
practices should not be within the organization but also to benefit the outer world by taking such small measures
to see the value behind those smiles.
Growth is not only in terms of financial aspects but as societal concept of how your holistic moves can help
benefit a larger audience. The connection to any product or service with their customers begins from what we
give back to the society. The time has come to move forward by taking social, cultural, ethnic choices of
societies into concern and create a strong rapport by being with them and understanding what and how they
would want to project themselves as.
Question1: Part D

One of the major implications being the beverage company is not only using these low-income workers to
advertise its product, it is also requiring them to buy soft drinks themselves at nearly a tenth of their typical
daily wages, he pointed out to use the special phone booth. The campaign normalizes and even glorify the
hardship faced by migrant workers at least some of whom may be working against their will.

The other observation of the campaign is that the beverage company would want to sell its product be it any
situation and uses therefore sympathy and emotions to be kindled around and played with by asking these
migrant employees to be a part of the campaign and advertise them and to show them as a downtrodden group
who find it very hard for survival and use these people to benefit them to sell their product better. They have
used their position by forcing them to buy more and more of these coke bottles and create a way by which their
sales number shoots up.

Another fact is that to glorify or satisfy these needs of the labourers and fellow residents in UAE who are
generally migrant workers from across different nations, the beverage company should also keep in mind about
better ways to provide happiness and not by only buying a bottle of their brand. The key to happiness and
satisfaction is not by representing it with the use of the bottle but to provide a place for a better ecosystem
without the need to buy the product.
And when we talk about ethics, it is necessary to highlight that for an extreme decision to buy a product in order
to enjoy 3 minutes of talk-time that too in a world where unlimited calls and free talk-time has come about
cannot be termed as happiness being shared. This looked more towards advertising their product and increasing
their sales number rather than an initiative to what the objective might have been for.
The chances of being shown in a bad light are more as it was a more selfish motto from the company’s end to
do this. They should have done a better approach to helping them by giving better living conditions or
supporting their health or at least free talk-time without any restriction.